The Marketing Mix: Processes (DP IB Business Management)

Processes directly impact the overall customer experience as they involve everything from how customers discover a product or service to how they make a purchase, receive support and interact with the brand

Well-designed processes provide a seamless and positive customer journey, enhancing customer satisfaction and loyalty

L’Oréal uses artificial intelligence to improve the customer experience

Face-scanning sensors measure a customer’s skin, which allows appropriate skincare products to be recommended to customers

Effective processes improve efficiency, streamlining operations and reducing costs

By carefully designing and planning marketing processes, businesses can eliminate redundancies, automate repetitive tasks and improve the use of resources

This leads to reduced timescales, increased productivity and profitability

Air BnB hosts are encouraged to provide self check-in facilities, removing the need for the host to be present when guests arrive at their property

Processes help to maintain consistency because they provide a framework for delivering consistent messages, branding and experiences whenever an interaction with customers occurs

Consistency builds trust, reinforces the brand identity and helps to develop long-term relationships with customers

The Economist uses its established brand 'tone of voice' consistently across all of its social media channels

Its posts are informative and factual, and its language is brief, clear and using everyday speech

Marketing processes need to be flexible and adaptable to changing customer preferences

By continuously monitoring processes, businesses can identify areas for improvement and respond to emerging trends and challenges, including the actions of competitors 

Passengers travelling with the airline Lufthansa no longer need a boarding pass or passport on the airline's route from Miami International Airport to Munich following the opening of America’s first all-biometric terminal, reducing check-in time to less than two seconds 

Processes help different departments work together effectively to meet objectives

When teams work together within defined processes it improves communication and  coordination

At HubSpot, a leading business software company, cross-functional teams use a variety of collaboration tools which allow for the rapid approval of promotional activities

The business also keeps a full recorded timeline of task completion so that anyone involved in the project can instantly see the status of a project